Oral-B ‘Rob the Dentist’

Testing determined that this ad from Oral B evoked strong memories of the iconic â€˜Rob the Dentist' campaign.

Key findings

The creative was received positively by respondents, achieving strong scores for diagnostics such as ‘Catches my eye’ and ‘Makes it easy to see what’s on offer’.

Verbatims showed a highly positive connection to ‘Rob the Dentist’.

The ad achieved very significant scores for generating brand extension off the back of the long term TV strategy.

As a result, purchase intention demonstrated via ActionMap were higher than the norms with respondents especially committing to ‘Remember for later’ which is a key benefit for long term brand salience.

This ad is a good example of a challenger brand in the Oral Care category, playing to its brand strengths and increasing relevance in a newspaper media environment.